Post on 04-Apr-2018
transcript
7/29/2019 Postests of Broadcast Commercials
1/15
7/29/2019 Postests of Broadcast Commercials
2/15
Test marketing
Day after recall tests
Persuasive measures
Diagnostics
Comprehensive
measures
Single-source tracking
Post-Testing Broadcast Commercials
Testing
7/29/2019 Postests of Broadcast Commercials
3/15
BURKE DAYAFTER RECALL TEST
It was developed during the early 1950s by Don Miller at
Burke Marketing Research Inc.
This test was designed to determine how well the televisioncommercials carry advertisers key message to viewers and
how well the viewers recall advertisers brand.
Two scores are calculated:
Claimed Recall Scores Related Recall Scores
7/29/2019 Postests of Broadcast Commercials
4/15
Major advantage is that they are field tests.
It simply measures whether the ad is received not whether the
message is accepted.
Recall is biased in favour of youngsters.
Recall scores for emotional ads may be lower.
7/29/2019 Postests of Broadcast Commercials
5/15
These tests examine the changes in attitudes and behavioral
intentions.
Pretest
Exposure- Retest
Persuasion is measured by:
Consumer attitude towards advertised brand.
Shift in brand preference
Brand related purchase intention and frequency
7/29/2019 Postests of Broadcast Commercials
6/15
RSC is well known for its ARS Persuasion Copy Testing
System.
Pre Measure.
Post Measure.
ARS Score
Positive score indicates a shifted preference toward the
targeted brand.
Higher scoring commercial generates greater sales volumeand larger market share.
7/29/2019 Postests of Broadcast Commercials
7/15
Designed to garner viewers evaluation of the ads.
How clearly the creative ad is understood.
How well the proposition is communicated.
Rational and emotional reactions to the ads are also examined.
Diagnostic Research, Gallup & Robinson and Millward
Brown
7/29/2019 Postests of Broadcast Commercials
8/15
7/29/2019 Postests of Broadcast Commercials
9/15
Measures recall and persuasion of TV ads.
Tests TV commercials in consumers homes.
Tells consumers to evaluate a TV program but actuallyevaluates the commercial within it.
Related recall scores, persuasion scores, including brand
preference shifts, purchase intent and frequency are the outputof these tests..
7/29/2019 Postests of Broadcast Commercials
10/15
Test markets are chosen and tests are conducted to measure
their advertising effects.
Variety of factors may be tested like reaction to ads, effect of
various budget sizes or special offers.
Ads run in finished form in the media where they might
normally appear, and effectiveness is measured after the ads
run.
Advantage is realism.
Proctor & Gamble, Toyota, Whirlpool.
7/29/2019 Postests of Broadcast Commercials
11/15
Tracks the behaviours of consumers from the television set to
consumer super market checkout counters.
NIELSENs SCAN TRACK
Scanning of universal products at retail stores was introducedin 1972.
Participants in designated area who have cable TV and agree
to participate in studies are given cards that identifies their
household and gives research company their demographics.
Their purchases are recorded from the bar codes of the
products bought.
7/29/2019 Postests of Broadcast Commercials
12/15
Commercial exposures are then related with the purchase
behaviors.
It measures the effect of ad on sales.
Major companies and agencies are now employing this
method.
Gallup & Robbinson, Millward Brown, Ipsos- ASI
7/29/2019 Postests of Broadcast Commercials
13/15
7/29/2019 Postests of Broadcast Commercials
14/15
7/29/2019 Postests of Broadcast Commercials
15/15